Аннотация: This work explores the role of signs, symbols, and mythological archetypes as key tools in modern branding and advertising. It analyzes their evolution from ancient cultures to contemporary marketing strategies. Using practical examples from leading sports brands and fragrance products, the paper reveals the mechanisms of using symbolism to build brand identity, create an emotional connection with consumers, and convey core values.
Ключевые слова: symbol, sign, branding, mythology, archetypes, brand identity, emotional marketing, analysis, target audience, image, brand positioning.
Статья в сборнике научных трудов по материалам конференции (форума) «Worldwide Forum on Technology, Culture, and Human Development»